Need further proof that the youth of today are the preening, self-obsessed, screen-blinded walking brands of tomorrow? Look no further than the New York Times Styles section piece on the moms of Instagram and their perfectly coiffed children/lifestyle brand ambassadors. These toddler celebrities have hundreds of thousands of followers, more expensive wardrobes than many grown-up New Yorkers, and more experience posing in front of distressed industrial properties than some aspiring models—the adult kind. The parents behind this madness, it turns out, get store discounts from posts that do particularly well. Sweet deal for them!

First we meet London (105,000 followers), a 4-year-old originally from Montreal who lives in New York with her mother Sai De Silva, a social media strategist, and undergoes two or three wardrobe changes per day. Then there's Princeton, who has a comparably moderate 5,600 followers, but regularly earns his Instamom Kiera Cannon $100 per post. Outside of New York, there's the so-called "prince of Instagram" Alonso, 7, who, with over 600,000 followers, has a personal walk-in closet and attended Paris Fashion Week this year.

Because endorsement deal-supported Instagram posts aren't technically modeling, these internet-fame-seeking manager moms don't have to deal with pesky nuisances like child labor laws, which require models to have a special permit to work and mandate that a percentage of their income be put into a trust that they can access when they turn 18. And obviously, this racket runs could run up some serious therapy bills for our toddler protagonists in a decade or two.

"Not every kid is going to have this experience, but it runs the risk of giving the child the sense that they are a commodity in your eyes," psychologist Ginger Clark told the Times. "You have to be extra careful to make sure the messages you’re giving your child are 'This is for fun, this is dress-up.' But when you’re hiring your own photographer, then it becomes more commercialized."

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A photo posted by London Scout & Sai (@scoutfashion) on

Other potential downsides of being a child internet star, according to a study cited by the Times: social anxiety, attention-seeking behavior, or extreme introversion later in life. On the bright side, these Instagram stars stand to totally ace that college Marx seminar on alienation and the commodity fetish, so, you know, win some, lose some.